Waves, Women & What We Wear: Three Ocean-Inspired Brands to Watch
There’s something special about surf and swimwear designed by women who truly understand the ocean. They know the feeling of salt on your skin, the joy of finding a piece that stays put on a big wave, and the quiet confidence that comes from wearing something made with purpose.
In this article, we’re celebrating Surfpreneurs members who have turned their passion for the sea into female-founded clothing brands — created by women, for women. Their work ranges from expressive colours and feminine prints to thoughtfully crafted neutrals and soft, sustainable textures, all born from a deep love for the water and a desire to create pieces that feel both beautiful and responsible. They share a belief that surfwear and accessories should reflect who we are, how we move, and what we care about.
Together, they offer more than just wetsuits, towels, or ponchos — they’re part of a growing movement that values intention, ethical production, and design that feels good, in and out of the water.
Gemma Lee WetsuitS — Confidence in Color
NEw ZEaland
If the ocean is a canvas, then Gemma Lee Wetsuits paints it in pinks, florals, and joyful splashes of colour. Born from founder Gemma Lee’s lifelong connection with the sea, the New Zealand brand was created around a simple belief: women deserve surfwear that lets them feel expressive, confident, and bright in a world that often asks them to tone things down.
For years, women’s wetsuits were dominated by black, shapeless designs. When Gemma transitioned from competitive swimming to surfing, she immediately noticed how little space there was for women’s expression — and that’s what sparked her mission.
“I basically lived in neoprene growing up — so I know how a wetsuit should feel. When I started surfing, I realised everything on the market was either black, shapeless, or just didn’t fit right — there were no colourful, joyful wetsuits that felt good and performed.”
Instead of accepting that, she began designing the pieces she wished existed.
“Because the ocean is meant to be a place of self-expression, not blending in.”
What started as personal frustration evolved into a brand rooted in self-expression and emotional connection to the sea.
This connection shapes everything. Gemma Lee wetsuits aren’t just made for the ocean — they’re inspired by the way it makes us feel. Every print reflects joy, movement, and colour; every cut is built for real sessions: long paddles, deep duck dives, wipeouts, and sunset drips back to shore.
“The ocean is everything to us — it’s quite literally what we design for. Every piece is built for real surf days: paddling, moving, duck-diving, wipeouts, and salty sunsets. But it’s also emotional — the ocean brings so much joy, freedom, and colour into our lives, and that’s reflected in our prints, palettes, and the feeling our suits give you when you put them on.”
But it isn’t only about aesthetics. Ethical production is woven into the brand’s foundation, with each piece crafted in WRAP-certified factories to ensure responsible manufacturing, safe working conditions, and long-lasting quality.
“Sustainability is about responsibility and longevity — choosing quality materials, partnering with ethical, certified factories, and making pieces that are built to last. It’s not about overproduction or trend cycles — it’s about creating fewer, better pieces that you’ll love and wear season after season. ”
Building a feminine, colourful brand in a male-dominated surf industry came with resistance. Yet Gemma’s commitment to her vision reshaped the conversation around women’s surfwear.
“There’s an unspoken expectation to design to ‘fit in’ — to keep things neutral, muted, and purely functional. I had to back my belief that women deserve surf gear that feels expressive, colourful, and made for our bodies and movement. Once I trusted that perspective and stopped waiting for permission, the right community gathered around it — women who felt the same way.”
Today, that community of salt sisters keeps growing, and Gemma continues to pour her creativity into new designs, collaborations, and adventures. Gemma’s newest chapter includes collaborations like her recent project with Australian artist Alex Mason, another step in bringing more colour and creativity into the ocean.
With every piece she creates, Gemma brings her vision to life: a world where the waves are bright, bold, and beautifully feminine.
Explore Gemma Lee Wetsuits here: www.gemmaleewetsuits.com and give her a follow on Instagram: gemmaleewetsuits.
Ninefoot Studio — Designed With Intention, Built for Movement
Bali
Born in Bali and shaped by the rhythm of the ocean, Ninefoot Studio is an independent surf swimwear brand where high-end design meets real function. Every piece is created for movement, purpose, and longevity — no excess, no compromise, only intentional design that delivers.
What began as Lucia’s quiet desire for reinvention evolved into a surfwear brand grounded in clarity and intention: clean lines, functional cuts, and a minimal aesthetic that feels balanced and modern. Ninefoot Studio is built on function, movement, and sustainability — with every piece made in-house in its Bali workshop using premium materials designed to perform and last.
Before starting Ninefoot, Lucia had already established herself in the design world. But life in Bali — and the routine of surfing every day — showed her how naturally her career and her lifestyle could come together in a new way.
“I had zero background in building companies, just curiosity and a huge eagerness to learn, so I used my own savings, wore every hat, and taught myself everything from web design to photography to SEO.”
From that leap of courage, Ninefoot began to take shape. From day one, every piece was tested in real surf — long paddles, long sessions, a lot of wipeouts, and everything in between. The ocean quickly showed what worked and what didn’t, forming the foundation of Ninefoot’s performance-driven design approach.
Surfing teaches timing, resilience, and presence — and those values show up in the brand’s clean silhouettes, thoughtful details, and pieces built to move with you.
Sustainability runs through every decision. Producing everything in-house allows Lucia and her team to control the full process: small-batch production, recycled Italian fabrics, sourcing deadstock, and repurposing leftover materials to work toward zero waste.
“For me, sustainability is intention and responsibility. It means creating pieces that last for years, not seasons. [...] We control the entire process — making fewer pieces, but making them better, with purpose rather than trends.”
Building a brand in both the surf world and entrepreneurship brought its own challenges. As a woman navigating these spaces, Lucia had to learn how to manage pressure, define her own leadership style, and trust her creative instincts. That journey shaped the way she leads today — with clarity, balance, and intention.
As Ninefoot has grown, Lucia has continued to build the vision she had from the beginning. When she named the brand Ninefoot Studio, it wasn’t just a creative label — it reflected her dream of developing a true workspace where design and production could live together. Five years after launching, she opened her first office, and this year she finally expanded into a larger, brighter studio that embodies that original idea: functional, intentional, and calm. The new workshop allows the team to produce at a higher level, with the comfort and space they deserve.
In every way, Ninefoot Studio is a brand built on intention — quiet confidence, purposeful design, and pieces that feel as good as they perform.
“Designed with intention, guided by creativity.”
Explore Ninefoot Studio here: www.ninefootstudio.com and find on Instagram: ninefootsudio.
Ánima Women’s Surf — A Brand With a Marine Soul
CANARY ISLANDS
Born in the Canary Islands and guided by a deep love of the sea, Ánima Women’s Surf is a beachwear brand with a quiet, thoughtful spirit — feminine, conscious, and always connected to nature.
What began as a simple idea between Esperanza and her friend has grown into a label shaped by the rhythm of island life and a devotion to sustainability, photography, and soulful design.
““Ánima” means soul, and that’s exactly what I want to share — a brand with a marine soul: honest, feminine, and conscious.”
Ánima Women’s Surf started as a creative project between the founder Esperanza and her surf coach, Niki: a surf club for women, a few organic cotton tees, and surf and yoga retreats. As life shifted and Niki followed a different path, Esperanza continued building the brand alone, guided by the same love for the sea that sparked the first idea.
“I continued on my own, creating a label inspired by the Canary Islands — one that brings together everything I love: the ocean, photography, design, and sustainability. After years of designing for other people and brands, I needed to create something with purpose.”
Though born in Madrid, the ocean pulled her toward a different life. Fifteen years ago, she moved to the Canary Islands, chasing the feeling of living close to the sea — and she’s never left.
“The ocean and the islands are present in everything I do — in the colors, the textures, and the way I approach each design.”
Her most iconic creation — the surf poncho — came from a simple desire: she couldn’t find one she genuinely loved, so she made her own. Ethically produced in Europe, each piece blends function with the softness and serenity of island life.
In a world driven by fast-moving trends, Ánima chooses slowness.
“We live in a world where trends move so fast — and surfwear is no exception. For me, sustainability is deeply connected to the slow fashion movement. It’s not only about using recycled materials or ethical production (though those are essential), but also about creating timeless, versatile, and long-lasting pieces.
At Ánima Women’s Surf, we produce just one capsule collection per year, adding a few seasonal pieces. We make everything in small batches and restock only when most items are sold — nothing ever goes to waste. Some pieces are available for pre-order to optimize production. We don’t do big sales, only a few flash sales during the year. I also collaborate with local NGOs that protect the biodiversity of the Canary Islands.”
Ánima is not trying to keep up.
Ánima is choosing to breathe.
Building a small brand in a world of global surf labels hasn’t been easy, but what has kept Ánima thriving is the community, trust, and connection that continue to grow around it.
“Having women trust Ánima Women’s Surf and connect with its authenticity has been one of my proudest achievements. My customers appreciate that I personally answer their questions — over time, many have become close friends.”
Logistics bring their own challenges — from customs to higher shipping costs — but patience and devotion keep the brand steady.
Her latest obsession? The new zip-up ponchos.
“They’re the result of listening to our community — they wanted a poncho that’s practical, beautiful, and even a bit sexy. The response from the surf community has been amazing! Every detail was designed to fit real moments by the sea.”
Ánima carries the spirit of courage, the kind that keeps women paddling forward in life and in the lineup.
“Courage doesn’t mean you don’t get afraid. Courage means you don’t let fear stop you.”
Explore Ánima Women’s Surf here: www.animawomenssurf.com, Instagram: animawomenssurfstyle.
Want to connect with these brands and more? Join Surfpreneurs now and start neworking!
Written by Lina Heller
Ocean-lover, wanna-be surfer, and yoga teacher. Helping surfers and creatives ride both waves and ideas. Always curious, slightly chaotic, but fully here for good vibes and better stories.
